2015 More OTT business transformation, increasing content innovation

In 2014, the policies of the Directorate General continued to tighten. When talking about the policies of the Directorate General, Mr. Gao said that under the promotion of relevant national policies, the OTT industry has developed in an orderly and well-regulated manner. The quality of online video content has been continuously improved, and the dissemination has been further regulated and legal. For an enterprise that looks forward to a stable and stable development in the smart home industry, Tsinghua Tongfang sees that the strict management of policies brings about an increasingly orderly market environment for enterprises, and also hopes that more enterprises can pass “self-management”. Adding "positive energy" to the healthy development of the market. Only the strict control of policies and the self-management of enterprises are the double insurance for the healthy development of the industry.

After the issuance of the policy of the General Administration of Commerce, how should the company itself work hard? Gao always thinks that companies can focus on the following three aspects:

1. Grasping content sources on content sources, we must first cooperate with the cooperation of legitimate content and communication compliance. To do a good job at the source, to send genuine, healthy content to users;

2. Improve the quality of content. Starting from the needs of users, we must also consider whether the quality of the content is in line with the interests of consumers. We must strengthen consumer-centered service standards.

3. Enhancing innovation ability Whether in product idea innovation or content, technology, and service innovation, it is the key to winning the competition in the enterprise, and it is also the driving force for the sound development of the industry.

Second, 2014 OTT terminal sales are weak for two reasons

According to the data of "China's Internet (OTT) TV Market Development Status and Forecast Analysis Report (2014 Version)", it is estimated that by the end of 2014, the cumulative market size of China's Internet (OTT) TV set-top box terminal products will reach around 40 million units, the Chinese Internet (OTT ) The cumulative market size of television TV terminal products will reach around 60 million units. However, it is still far from reaching this sales volume. Gao always thinks this is due to two reasons.

1. Reason 1: Policy

After the policy's round of regulation and rectification of the market, the core businesses of many OTT manufacturers have been affected, consumers’ confidence in such products has declined, and the overall market size is bound to be lower than expected. However, we believe that this is a short-term response of the market. In the long run, the policy itself is a positive guide to the previous industry’s previous violations, and companies will therefore start a healthy competition based on the “battle” of improving product and content service quality. Consumer confidence will gradually recover and the market outlook will be better.

2. Reason 2: Many products do not meet consumer expectations

Whether the content quality is high, the function is comprehensive, and whether the product can provide continuous service are all important factors for consumers to weigh whether to purchase products, especially for smart home products, they are oriented towards high quality of life. Consumers, rough content and simple applications don't really help them to realize smart life. Therefore, many consumers still wait and see, but the demand is still there.

However, Gao always stated that Tsinghua Tongfang is optimistic about the overall market prospects and is fully prepared for new market development opportunities: First, Tsinghua Tongfang cooperates with industry-leading partners such as Mango TV, and the contents are in compliance with laws and regulations and have been provided to users. The continuous protection of high-quality content and services; and in terms of product functions, cloud cans not only have audio and video entertainment content, but also covers education, health, finance, security and other applications and services, and can meet the needs of family members in all aspects. After undergoing market testing, it will be a product that consumers can trust.

Third, choose to cooperate with Mango TV, OTT products were not affected in 2014

When talking about whether Tsinghua Tongfang OTT products are affected by policies, Gao always stated that because it has been working closely with Mango TV, Tsinghua Tongfang has been working hard to provide customers with high-quality products and continuous efforts as a company with an industrial mission. The service has also strictly followed related policies and regulations, so the product sales are normal.

Gao Quan unabashedly expressed the smooth cooperation between Tsinghua Tongfang and Mango TV. Mr. Gao said that Mango TV, as an outstanding Internet TV service platform in China, integrates Hunan Radio and Television and Mango Media’s high-quality resources, and has been highly recognized in terms of content integration, innovative service applications, and improved user experience. Therefore, Tsinghua Tongfang Choose to partner with Mango TV.

Mango TV has unique advantages in content, such as Hunan TV's strong resources, high-quality genuine video content, and so on, are all users favorite. At the same time, Mango TV also has a very rich market resource. Both parties can join forces to provide consumers with continuous and rich content.

Fourth, force smart home, 2015 will promote enhanced version of new products and cloud gaming platform

“Education” and “games” are now becoming the business areas that all companies are trying hard to open up. When asked about this trend, Gao always said: “Actually, as early as 2002, Tsinghua Tongfang’s game business and education industry were already Through more than ten years of hard work, we have laid a solid foundation in two areas. We can say that this is the most important resource advantage for the “Intelligent Home” industry. We want to The two most important functional areas that we must build are the abundant reserves and accumulations that we have the ability to bring tangible benefits to our home users.” On June 24th this year, Tsinghua Tongfang experienced two years of intensive research and development with strong The capital and technical strengths, aggregated 5 major technical achievements and resources, launched "China's first smart home center", also released its representative product cloud tank, based on the "allinone" product concept, cloud tanks not only brings together Tsinghua Tongfang has resources The "game" and "education" functions of the superiority also include the "video and audio entertainment" functions that are widely enjoyed by home users, as well as the Tsinghua Tongfang push. Health, home security control, financial planning, intelligent life and other functions.

In the follow-up market, many products featuring “education” and “game” concepts were launched. It is not difficult to see that this is the two applications that are promising in the market and where consumer demand lies. We have also continued to improve R & D and investment in these two areas. As of now, in terms of games, Tsinghua Tongfang teamed up with internationally renowned game giants to exclusively launch hundreds of classic stand-alone games, online games, and 3D somatosensory games. The real somatosensory game developed by Tsinghua Tongfang will use full-body recognition technology, innovative pure gesture operation, and no need to wear any equipment, allowing users to experience the fun of the game.

In 2015, Tsinghua Tongfang will launch a heavy cloud gaming platform, which will bring together many of the next-generation game masterpieces. It will be a function that gaming enthusiasts expect; education is one of Tsinghua Tongfang’s most advantageous application sections, relying on Tsinghua University. Education resources, combined with many well-known education units, integrate massive authoritative education resources, build family education cloud centers, and cover all age groups such as early childhood education, preschool education, classroom learning, and adult interest learning, and can meet all family personality learning needs in one stop.

V. Two major trends in 2015 and OTT

In 2015, it will be the new outbreak of OTT. Gao always stated that the OTT market will show two major trends in 2015.

1. Content innovation efforts to increase the number of licensees will create more "home-made content" and "exclusive programs", such as Mango TV's main self-made next year, high-definition, new film, and has signed an agreement with several major US film companies, purchased The new film in 2015, but also vigorously expand the VIP area content, in order to develop more users;

2. More enterprises are facing transformation With the increase of policy control and the increasingly standardized market, many copycat companies will withdraw from the market, and many companies will seek alternative development ideas because of the “video business” being blocked. For example, to play "smart concept" on a single function, or plan to get involved in the "education" or "games" field, but whether it can be successfully transformed depends on the company's ability to integrate resources, R & D strength, and whether it has the ability to stand firm on the market. The foundationless transformation will certainly not be able to withstand the test of the increasingly rational market;

VI. Objectives and Pursuits of Tsinghua Tongfang in 2015

When talking about the new initiatives of Tsinghua Tongfang in 2015, Mr. Gao said that in terms of business, next year will continue to provide quality content and services for users on the basis of consolidating existing businesses; at the same time, Tsinghua Tongfang will officially launch cloud cans to strengthen The new version of the product, superior configuration and performance, will give users a more extreme experience. At the same time, the cloud game, which is expected by the market, will also be launched early next year. On the other hand, the home control and security functions will meet the individual needs of home users from different levels. In addition, Tsinghua Tongfang will also strengthen research and development and continue to technically Innovate and introduce higher-performing, better smart home products.

In 2015, Tsinghua Tongfang will continue to cooperate with its partner Mango TV to create a new business model, try new business models, and continue to improve user satisfaction from the content.

In addition, Tsinghua Tongfang will also focus on the development of more users and achieve greater sales volume. At the same time, it will also increase research and development efforts for TV applications, introduce better content and services, and strive to provide better services for users. product experience.